Health-Ade Kombucha Launches “You Brew You” Advertising Campaign

LOS ANGELES– Health-Ade Kombucha celebrates the power of personal taste and its most popular flavors with a striking new advertising campaign launching this month. The first digital and print advertising for the “You Brew You” campaign breaks this month in media outlets including Vogue, Allure, GQ, Vanity Fair, and Us Weekly. The multi-million dollar campaign will run from October 2019 through the end of 2020 in these and other outlets.

The new ads aren’t what you would expect from a beverage brand, especially not a kombucha brand, and that’s exactly what Health-Ade co-founder and CEO Daina Trout wanted. In the high-touch Health-Ade ads, street style, athleisure, pop culture and witty riffs come together with bold colors inspired by Health-Ade’s iconic packaging, creating vibrant visuals that start a conversation about you and kombucha.

“We want to broaden the appeal of kombucha and attract new people to the category and our brand,”says Trout. “Kombucha has a big, unique flavor and we wanted to have some fun communicating this!We tried to make a campaign that would be flavor for your eyes—bright, expressive, and bold. My cofounders and I had to break a lot of molds and really trust ourselves to take risks when we started Health-Ade, so we incorporated that entrepreneurial spirit into the campaign, hence the name ‘You Brew You’ and its expressive look. In the end, we wanted to shake things up a bit, kind of like kombucha does when you first try it!”

Kombucha is the first billion-dollar beverage category that’s been driven by passionate and loyalMillennial and Gen Z consumption. For context, in less than a decade, kombucha has evolved from a seeming novelty product in farmer’s markets to a $1.2B beverage category (2019 estimate including both measured and non-measured channels). The fragrant, bubbly and fermented drinks today compete with sodas and natural beverages as a go-to lifestyle choice for consumers of all ages, on all occasions. For this reason, Health-Ade is using neon and other bright colors not typically associated with food or beverages to speak to and engage with consumers. The campaign is designed with this consumer in mind, eliciting a mood, an energy, and a vibe that hasn’t been seen in the kombucha category before and will be supported with digital and print advertising, a media campaign, cultural event marketing and sampling emphasizing the growing mass appeal of kombucha.

Kombucha can sometimes have a crunchy, yogi, DIY kind of image. Health-Ade celebrates that authenticity, but as one of the leading kombucha brands in the US, also wants to change the image of kombucha for the general public and of course, digitally native consumers. “Some people discover kombucha for the first time on their Instagram feeds,” says Trout. “This campaign speaks to them too, through strong colors, relevant language, and models that look like real people.” The “You Brew You” ads feature Health-Ade’s new bolder packaging and a street style aesthetic in the models’ wardrobes. “This campaign is very much about personal style because kombucha is a very personal drink.”

In the ads, male and female models pose against gradient color backgrounds inspired by Health-Ade’s packaging and variety of flavors. In one ad, a model in a white anorak leans on tip toe, with the tagline “Booch, please,” a riff on the ubiquitous phrase “B*tch, please.” In other ads, models hold Health-Ade’s signature glass apothecary bottles with the tagline “You Brew You,” a riff on “You Do You” and the term’s declaration of acknowledging personal differences. The Health-Ade brand’s signature slogan, “Follow Your Gut” appears on all ads.

The campaign will also introduce Health-Ade’s newest variety, “Grape Vibes,” bringing its total range to 14 delicious flavors.

Kennett Creative served as the creative agency on the campaign.

About Health-Ade Kombucha

Health-Ade is committed to brewing the best tasting and highest quality kombucha you can buy. Founded in 2012 in LA farmers’ markets, Health-Ade brews the old-fashioned way: with living cultures. Fermented in super-small 2.5-gallon batches, and in glass which prevents plastic or metal leaching, Health-Ade flavors with only the highest quality ingredients, like cold-pressed juice from organic produce. This artisanal process results in a delicious, smooth, bubbly, and naturally low sugar kombucha that makes you feel good. The brand is consistently one of the top selling kombucha brands in the US and is currently available in over 26,000 retail locations nationwide, including Whole Foods, Sprouts, Safeway /Albertsons, Kroger, Publix and Target.Health-Ade is produced in 16 fl oz bottles (MSRP: $3.99), 64 fl oz Growlers (MRSP: $13.99) and 8 fl oz 4-packs (MSRP: $9.99). Health-Ade’s growing roster of 14 flavors are certified organic, Non-GMO, vegan, gluten-free, vegan and raw, and free of anything engineered. For more information, visit health-ade.com. Follow along on Instagram @healthade, Facebook/HealthAde, and Twitter @DrinkHealthAde.